From Adweek · Lauren Johnson · · 1m 20s
Coleman's fake AI pool became a $999 marketing goldmine
When an AI-generated lazy river went viral, Coleman leaned in instead of shutting it down.
In brief
When an AI-generated lazy river went viral, Coleman leaned in instead of shutting it down. Brands can turn unexpected viral moments into real sales by responding quickly with authentic, playful content rather than defensive denials. Originally reported by Adweek.
A fake Coleman pool goes viral
An AI-generated ad for a 200-foot lazy river system supposedly made by Coleman and priced at $999 spread across social media in June. The product didn't exist.
Coleman had to decide fast
The brand faced a choice: deny the fake product or lean into the buzz. Playing along risked associating Coleman with AI-generated misinformation.
They used the Ooda loop to act
Coleman applied a decision-making process developed by the U.S. Air Force in the 1970s to move fast. Within hours, the team used AI tools like Claude and ChatGPT to create consumer-facing assets.
Coleman leaned into the joke
Instead of denying the product, Coleman created lazy river-themed content across TikTok and Instagram. Behind-the-scenes videos poking fun at the moment generated 1.5 million views.
“When AI goes off script, we embrace the unknown.”
The numbers proved it worked
The lazy river campaign generated 150 million social impressions and 3 million engagements. Coleman's direct-to-consumer sales jumped 105% year-over-year, with 20% of June DTC revenue tied to the lazy river content.
The essence
Brands can turn unexpected viral moments into real sales by responding quickly with authentic, playful content rather than defensive denials.
